New survey by people-based marketer Viant promotes marketing to identified users
Marketing to individuals across devices is gaining traction, as the appeal of third-party data and anonymous cookies fades.
What will programmatic advertising look like in a few years?
For Time Inc.-owned Viant, people-based marketing is the trend, and the company has recently released a white paper that offers some evidence in support of that vision.
The paper, “Power of the People: How People-Based Marketing Is Driving Change Across the US Advertising Industry” (registration required), promotes the kind of people-based marketing that Viant champions, based on its 1.2 billion profiles of registered users.
The paper contains survey results that, although based on a relatively small sample of 250 brand-side digital marketing execs, suggest the validity of this kind of marketing. Independent market research company Censuswide conducted the study of US brands with $50 million or more in revenue last September.